Chief Marketing Officer Program

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Course Dates

STARTS ON

December 6, 2021

Course Duration

DURATION

9 Months
Online and In Person

Course Duration

PROGRAM FEE

US$28,000 US$300 application fee

Early Registration Benefit

US$2,000

We are offering an early registration benefit on the program fee exclusively for participants who apply by October 14, 2021.
The final fee will be US$26,000.

Program Overview

The focus of Chief Marketing Officers (CMOs) has shifted and expanded well beyond advertising and communications. The role of the CMO today includes a broad range of responsibilities across the organization — from technology and digitalization to business development and data protection. Recognizing this paradigm shift, today’s marketing leaders have a chance to make a significant impact in their own sphere, their organization, and the industry at large.

Columbia Business School Executive Education’s multimodal Chief Marketing Officer Program will help you adapt to these changing dynamics and excel in this diversified role. You will discover new strategies to strengthen customer relationships and take on a leadership position to achieve sustainable business growth.

This nine-month program includes core sessions and a choice of online, live online, and in-person electives. The program explores critical business concepts centered around innovation, disruption, and the application of data analytics to drive overall marketing strategies. During interactive sessions and fireside chats, you will discover the application of original solutions and thinking patterns that generate new and valuable ideas. You will learn to analyze data and implement a multichannel marketing plan for a seamless customer experience across digital and traditional touchpoints. Additionally, you will explore how to create and manage disruptions to upend outdated models.

90%

of organizations see CMOs as the connective tissue between different lines of business.

Source: Accenture Interactive

70%

of CMOs report their ability to lead organizational growth and change is now essential to their professional success.

Source: IBM Institute for Business Value

Program Highlights

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Core Curriculum

Kick-start your program journey with 18 weeks of online learning, imparting essential skills for marketing management.

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High Touch

Leverage interactive sessions with faculty, fireside chats with practitioners, and networking sessions with peers.

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World-Renowned Faculty

Learn from Ivy League faculty who bring rich experience to the classroom.

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Peer Learning

Interact with and learn from high-achieving peers from around the globe and build your network.

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Success Coach

You will be assigned a success coach who will help craft your learning journey through regular one-on-one check-in sessions.

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Practitioner Insights

Interact with industry experts during the program to gain actionable insights and implement learning into practice.

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Flexible Learning Journey

Customize your program experience by selecting from a range of topical electives and gain skill sets specific to your career goals.

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Networking Event

Connect with global peers when you participate in a three-day on-campus networking event in New York City.

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Select Alumni Benefits

Receive select Columbia Business School alumni benefits upon completion of the program and become part of a distinguished global community.

Case Studies

Drawing from the extensive research and expertise of Columbia’s esteemed faculty, you will examine analytical cases based on practical real-world marketing and business issues. Through experiential learning and exploratory discussions, you will share insights into and find innovative solutions for the overarching concerns and challenges you are confronted with every day.

Program case studies include:

Amazon

Through this case study, you will examine how traditional retailers can redefine their business models to stay competitive in today’s digital world. You will also prepare a positioning statement for the digital giant.

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Starbucks

This case study will explore the coffee conglomerate’s success story by examining the impact of shifting consumer spends, investments in new products, and a return to core values.

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The Economist

In compiling a positioning statement, you will examine The Economist’s value proposition, target customers, their business model, and how they have remained relevant and competitive in the age of digital media outlets.

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Myanmar: The Case of Ooredoo

By studying Ooredoo and Telenor’s marketing strategy in providing mobile financial services in Myanmar, you will determine which investment strategies are most effective to explore the drivers and metrics of CLV to improve customer acquisition and retention.

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Chase Sapphire

This capstone case study will consider the reasons Chase Sapphire pursued the millennial customer for its successful reserve credit card offer, why customers signed up so readily, and whether its bonus point offer was a good investment strategy.

Image to accompany text - Becton Dickinson

Becton Dickinson

In this case study, you will analyze Becton Dickinson’s negotiation and cost strategies as well as the long-term effects of drug regulation on the industry. You will then prepare a positioning statement explaining the company’s brand identity.

Program Curriculum

A multimodal educational experience, the Chief Marketing Officer Program is a must for seasoned marketing professionals who want to extend their reach and influence. The comprehensive curriculum combines live sessions conducted by a learning facilitator and faculty — along with online guest lectures and fireside chats. The flexible format allows for peer-to-peer engagement and exploration of “try it” activities as well as practical case studies. The program culminates in a three-day on-campus networking event where you can connect with global peers across diverse industries.
  • The program's core modules will address critical issues facing marketing leaders today. Over 18 weeks, you will explore the importance of quantifying your company’s return on marketing investment with respect to its digital proficiency and gain the necessary knowledge and frameworks to excel as a forward-thinking contemporary CMO.



    Customer Centricity and Analytics

    • Customer Centricity
    • Measuring Customer Lifetime Value (CLV)
    • Segmentation and Targeting in a Data-Driven World
    • Positioning in the Digital Era
    • Measuring Consumer Preferences
    • Emerging Trends in Marketing Analytics

    Marketing Strategy

    • Building Successful Brands
    • Communicating the Brand
    • Going to Market
    • Product Strategy
    • Pricing Strategy
    • Marketing Strategy: Pulling It All Together

    Agile Marketing and Execution

    • Foundation of Innovation
    • Systematic Approaches to Creativity
    • Digital Marketing
    • Leveraging Brands
    • Decision Making in the C-Suite

    Note: Session topics are subject to change.

  • A relevant mix of two online electives will supplement the program's core modules, allowing you to broaden your experience and tailor your career trajectory. These two six-week sessions will offer an opportunity to explore content that delves into on-trend marketing innovations, positive disruption strategies, and new ways to implement customer-focused initiatives. Lessons learned will reveal how you can make a significant measurable impact on your organization’s bottom line and reimagine its customer experience.

    • Growth Hacking
    • Marketing Strategies for Financial Services
    • Data-Driven Marketing
    • Digital Strategies
    • Marketing Strategies for Healthcare
    • Marketing Strategies for E-Commerce
    • B2B Marketing

    Note: Electives are subject to change.

  • With a focus on relevant specializations, a choice of one in-class or online open-enrollment topic will afford you a deep dive into some common as well as more complex issues of the day. Designed to provide you with concrete strategies and tools to support marketing decisions that are aligned with your organization’s business goals, the program’s takeaways will position you as a growth driver prepared to take advantage of new ways of doing business and facilitate long-term value creation.

    • Brand Leadership in a Post-Pandemic World
    • Strategic Storytelling
    • Driving Strategic Impact
    • Quantitative Intuition™
    • Leading Strategic Growth and Change

    Note: Electives are subject to change.

  • *This event will occur annually in New York City upon the completion of every fourth cohort of this program.

Meet the Faculty

Profile picture of professor Oded Netzer

Oded Netzer

Arthur J. Samberg Professor of Business, Columbia Business School

Oded Netzer's expertise centers on one of the major business challenges of the data-rich environment: developing quantitative methods that leverage data to gain a deeper understanding of customer behavior and guide firms' decisions. He focuses primarily on building statistical and econometric models to measure consumer preferences and understand how customer choices change over time and across contexts. Most notably, Netzer has developed a framework for managing firms' customer bases through dynamic segmentation. More recently, his research has been focusing on leveraging text-mining techniques for business applications.

Profile picture of professor Silvia Belleza

Silvia Belleza

Gantcher Associate Professor of Business, Columbia Business School

Profile picture of professor Melanie Brucks

Melanie Brucks

Assistant Professor of Business, Marketing, Columbia Business School

Profile picture of professor Jennifer Fernandez

Jennifer Fernandez

Lecturer of Marketing, Columbia University School of Professional Studies

Profile picture of professor Christopher J. Frank

Christopher J. Frank

Adjunct Professor of Marketing, Columbia Business School

Profile picture of professor Kinshuk Jerath

Kinshuk Jerath

Professor of Business, Marketing, Columbia Business School

Profile picture of professor Mark Sarvary

Mark Sarvary

Former CEO of Tempur-Sealy

Profile picture of professor Miklos Sarvary

Miklos Sarvary

Carson Family Professor of Business; Co-Faculty Director, Media and Technology Program; Columbia Business School

Profile picture of professor Rom Schrift

Rom Schrift

Associate Professor of Marketing, Indiana University, Kelley School of Business

Certificate in Business Excellence

Certificate in Business Excellence

Upon completion of the Chief Marketing Officer Program, participants are awarded the Certificate in Business Excellence from Columbia Business School Executive Education. The certificate is a recognition of their achievement and the investment they and their organization have made in their education and development.

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Please note that participants must complete all modules of the program (online, in person or live online, inter-module) to receive the Certificate in Business Excellence.

Select Alumni Benefits

  • Access to Columbia Business School Alumni Career Services resources, including unique career content, a job board, an online networking platform, the alumni directory, and more
  • Invitations to alumni events and programs around the world
  • Eligibility to join Columbia Business School alumni clubs
  • Global networking opportunities
  • A 25 percent tuition benefit for you and up to four colleagues each year for full-price Executive Education in-person programs lasting up to seven days and all full-price online programs
  • Lifetime Columbia Business School forwarding email address
  • Subscription to our alumni publication Columbia Business

Participant Profile

The ideal candidate for the Chief Marketing Officer Program is someone ready to make significant changes in today’s fast-evolving marketing environment. Suitable for mid-career or high-potential professionals eager to broaden exposure beyond the marketing function, the program is perfect if you are looking to leverage marketing opportunities and drive process improvement. You will also benefit from the program if you are an entrepreneur, consultant, or someone in charge of sales or demand generation interested in refreshing your skill sets and discovering new frameworks to formulate your company’s future marketing road map.

Participants should have:

  • A minimum of ten years of work experience in marketing
  • Fluency in written and spoken English
  • International exposure (preferred)

Application Details

Round 1

The first application deadline is
October 14, 2021 and the fee to apply is
US$300.

Round 2

The second application deadline is
November 12, 2021 and the fee to apply is
US$400.

Apply Now

Early registrations are encouraged. Seats fill up quickly!